Webinar delivered by Kevin Thomas Tully and Jack Kosakowski
The second installment of Creation Agency’s 2017 webinar series brought together two globally recognized Social Selling experts to discuss the topic of attributing revenue to Social Selling activity.
Global Head of B2B Social Sales Execution Jack Kosakowski and Global Director of Social Selling Operations Kevin Thomas Tully took on the task of describing How to Create a Social Selling KPI Strategy That Drives Results & Revenue.
In less than 60 minutes, Jack and Kevin defined a Social Selling cadence for sales reps to follow, shared technologies that comprise a simple social selling stack, outlined the KPIs that matter, and demonstrated tracking KPIs to outcome.
But the stage was set from the onset of this information-filled broadcast with a clear definition of the term Social Selling:
“Meeting Your Buyers Where They Communicate, Create, Strengthen and Influence the 1-to-1 Sales Conversation”
According to Jack and Kevin, given the myriad of social channels available to buyers today, they (buyers) will ultimately determine where they want to communicate with sales professionals. And sales reps can no longer control this communication because it will only become more complex.
While this may seem like a loss of influence to many in the sales profession, Jack noted that it’s actually liberating because sales reps are no longer bound to playing a waiting game – waiting for a return phone call or an email reply from these same buyers.
Buyers can be further segmented by their online activity and qualified socially – “social” buyers qualified in and “traditional” buyers qualified out – in an ultra-efficient, data-driven Social Selling prospecting strategy that provides sales professionals with a targeted prospecting list, yielding greater opportunity to begin online conversations with the decision makers, influencers, and buying party stakeholders.
To optimize and scale these efficiencies within a sales organization, a simple Social Selling sales technology stack, consisting of four elements – CRM, Social Amplification Platform, LinkedIn Sales Navigator, and Email Sales Acceleration Platform (Marketing Automation) – provides a cost-effective model to drive adoption across the sales team as well as incredible insight into who sales professionals should spend their time with as a result of their Social Selling efforts.
Since behavioral data is how Creation Agency sells in 2017, Jack and Kevin pushed attendees to think about Social Selling in terms of a sales cadence that offers sales reps the outcome of a data-driven process.
Sales professionals should be able to confidently report to senior leadership that it takes X value touches on social media to get into a sales conversation, or that a social buyer converts X times faster than a traditional buyer.
Valuable KPIs and sales metrics used to track this information and ultimately measure revenue outcomes include social value touches, new opportunities created, new offline opportunities, pipeline velocity and sales cycle reduction, cross-sell/upsell opportunities, referrals, and adoption across the sales organization.
The most successful sales organizations will work towards the ultimate goal of a defined sales process that includes a data-driven prescriptive cadence. And tracking KPIs to outcome will exist in a single source of truth – the CRM – that is accessible to both front-line sales professionals and management alike.
Ready to watch the recorded webinar? Click here!